IAS Introduces New Quality Attention and Social Attention Optimization Metric

New pre-auction product allows advertisers to optimize their campaigns to generate high attention scores that maximize campaign performance and scalability

IAS will now also offer new Social Attention Reporting in partnership with Lumen Research to offer advertisers holistic reporting across social platforms and the open web through IAS.

NEW YORK, December 17, 2024 /PRNewswire/ — Integral Ad Science (Nasdaq: IAS), a leading global media measurement and optimization platform, today announced the release of its new Quality Attention Optimization product in beta. Additionally, IAS announces a new, first-to-market partnership with Lumen Research, the global attention technology company, to offer social attention measurement through IAS and provide advertisers with the ability to measure social attention. attention in programmatic and social campaigns.

IAS Announces Quality of Attention Optimization and Social Attention Reporting in Partnership with Lumen Research.

As the only attention measurement product on the market to unify media quality and eye tracking with machine learning to deliver proven results, IAS Quality Attention is already demonstrating the effectiveness of advertiser attention for drive improved business results, with campaigns achieving up to 130% increase in conversion rates when comparing high and low attention impressions.

With IAS’s new Quality Attention Optimization product, advertisers have a new, simplified and automated way to optimize their campaigns toward high attention score impressions or away from low attention score impressions, thereby increasing Attention scores and performance on digital signage and outdoor video. -Web.

“Marketers want to understand two things about their advertising budgets: “Is it working?” and ‘what can I do about this?'” said Srishti Guptaproduct director at IAS. “Attention is rightly increasing as a way to answer these questions, moving beyond isolated metrics such as viewability, to truly understanding how consumers engage and interact with brand ads. Our attention measurement is already industry-leading in answering the first question, and quality attention optimization gives advertisers a new, simple way to leverage insights from their measurement scores to improve their results.

Advertisers can improve their ROI with IAS Quality Attention Optimization by:

Reduce costs/waste: Optimize by moving away from low-attention inventory sources to improve performance throughout the marketing funnel.
Reach: Target high-quality placements to get greater reach as more ads are seen with greater attention.
Awareness: With more brand and product choices for consumers than ever before, advertisers can increase awareness by showing their ads where they are to attract the most attention.
Consideration: Meet/exceed KPIs by ensuring ads appear in optimal environments for success.

Gupta continues: “Alongside our Quality Attention product, offering our clients social attention measurement with Lumen provides a holistic approach to understanding how their campaigns are engaging consumers across platforms and screens, in order to maximize their return on ad spend, and we “We are excited to continue to grow our successful partnership with Lumen.”

Lumen’s attention models measure over 300 billion impressions across multiple social platforms, powered by its innovative predictive eye tracking technology. Lumen has the world’s largest eye-tracking dataset, spanning over 30 countries, which is continually updated to provide the most up-to-date models, giving advertisers a robust way to buy the social impressions they can be. confident are actually seen.

“We are excited to partner with IAS to expand both the reach of IAS Quality Attention and the actionability of its insights through pre-offering segments, and to offer our social attention measurement reports to customers in ‘IAS,’ said Mike FollettCEO, Lumen Research. “Linking attention to results, and then providing tools for advertisers to optimize those results, are major steps on the path to a true ‘attention economy’.”

IAS Quality Attention Optimization beta is now open to advertisers, and new social attention measurement with Lumen will be available to IAS customers from January 2025.

In January 2024IAS announced the general availability of its Quality Attention measurement product – the first to unify media quality and eye tracking with machine learning and provide transparent metrics to help global advertisers increase their ROI, to drive brand consideration and drive conversions. The measurement was extended to the mobile application in July 2024and IAS announced the expansion of Quality Attention to Publishers, providing publishers with practical ways to optimize their inventory for attention metrics, by October 2024.

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About Integral Advertising Science
Integral Ad Science (IAS) is a leading global media measurement and optimization platform that delivers the industry’s most actionable data to drive superior results for the world’s largest advertisers, publishers and media platforms. IAS’s software provides comprehensive, enriched data that ensures ads are seen by real people in safe and appropriate environments, while improving advertising ROI for advertisers and yield for publishers. Our mission is to be the global benchmark for trust and transparency in digital media quality. For more information, visit integralads.com.

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SOURCE Integral Ad Science, Inc.